Eventbrite and social media research company Mashwork joined forces to understand what drives social conversation around music venues in the U.S. The study took place over a year, where they analyzed data from over 12.5 million mentions of over 600 venues across social channels such as Twitter, Facebook, blogs and forums. Millennials between the ages of 18 and 34 comprised 43% of the social chatter, and here’s what they found on Millennials and social engagement:
- Conversations highlight the experience of being at the venue, and as most social statuses are in real-time, these conversations happened on weekends, with some post-weekend hype flowing over into Monday.
- As expected, the performing artist was the most buzzed topic, and with Millennial’s growing interest in EDM, these artists tended to be DJs at clubs.
- More than 1/3 of social engagement is a means of self-expression (image and status).
- 30% of posts were visual (picture, video) or a link.
For venues and artists, it’s no longer just about the music, but rather, it’s about a complete audio-visual experience. In order for both performers and venues to increase their social exposure, it’s no wonder that so much money goes into the production element of a show. To get more details about the study and insights, check out the post on Eventbrite.
Header photo credit: Joe Torrance, PowersImagery via Hakkasan Facebook
Image credit: Eventbrite
